scholarly journals The Significant Role of Customer Brand Identification towards Brand Loyalty Development: An Empirical Study among Malaysian Hypermarkets Customer

2015 ◽  
Vol 207 ◽  
pp. 182-188 ◽  
Author(s):  
Seyed Rajab Nikhashemi ◽  
Laily Paim ◽  
Syuhaily Osman ◽  
Samsinar Sidin
Keyword(s):  
Empirical Study ◽  
Significant Role ◽  
Brand Loyalty ◽  
Brand Identification

scholarly journals Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

2018 ◽  
Vol 31 ◽  
pp. 11001 ◽  
Author(s):  
Aries Susanty ◽  
Aprilia Tresnaningrum
Keyword(s):  
Data Processing ◽  
Brand Loyalty ◽  
Value Congruence ◽  
Social Benefit ◽  
Partial Least Square ◽  
Brand Experience ◽  
Product Involvement ◽  
Brand Identification ◽  
The Relationship

This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

The role of marketing communication mix on Korean customers' coffee shop brand evaluations

2020 ◽  
Vol 3 (3) ◽  
pp. 291-309 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong Ally Lee
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Marketing Communication ◽  
Brand Identification ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Brand Evaluations ◽  
Advertising Spending

PurposeThis study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.Design/methodology/approachProposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.FindingsResults identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.Originality/valueThis study is the first to investigate the marketing communication mix elements in a coffee shop context.

The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation

2021 ◽  
Vol 30 (1) ◽  
pp. 69-81
Author(s):  
Antonio Williams ◽  
Sungwook Son ◽  
Patrick Walsh ◽  
Jin Park
Keyword(s):  
Significant Role ◽  
Brand Loyalty ◽  
Experimental Approach ◽  
The Body ◽  
Sport Fans ◽  
Body Of Knowledge ◽  
Proposed Model ◽  
The Relationship

Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.

The Role of Marketing Mix Strategies on Brand Loyalty of Cable Products

2020 ◽  
Vol 10 (2) ◽  
pp. XX-XX
Author(s):  
Tizitaye Weldemariam ◽  
Yibeltal Nigussie Ayele
Keyword(s):  
Product Quality ◽  
Significant Role ◽  
Brand Loyalty ◽  
Structured Interview ◽  
Marketing Mix ◽  
Primary Data ◽  
Cable Industry ◽  
Marketing Activities ◽  
Structured Questionnaire

This study was carried out with the intention of examining the role of the marketing mix on brand loyalty advertising and pricing play in building brand equity. The study focuses on a new cable brand (Belayab Cable) and attempts to find out the role of marketing mix elements on brand loyalty of Belayab Cable products. For this study, an accessible population of 62 Belayab Cable consumers who have used its products at least twice was selected randomly from stratified groups of three types of customers (Contractors, Traders, Electo Mechanical Engineers, and   Government,).  A structured questionnaire was used to collect data from respondents by using a self-administered data collection system. In addition to the questionnaire, semi-structured interview questions are prepared to get information from the organization which is analyzed qualitatively. The STATA is used to process the primary data which were collected through questionnaires.  The findings showed that the role of product quality, price, and availability has a positive and significant role in brand loyalty. On the other hand, the price has no significant role in brand loyalty for the cable of a brand. Therefore, in order to maximize the effectiveness of marketing activities and have more loyal customers in cable industry companies should pay more attention to product quality, availability, and promotions.  

scholarly journals Consumer-Brand Identification and Brand Loyalty: Analysis on Customer Satisfaction and Brand Trust as Mediators

2021 ◽  
Vol 10 (3) ◽  
pp. 283
Author(s):  
Dwike Natalia ◽  
Honey Wahyuni Sugiharto Elgeka ◽  
Anton Johannes Tjahjoanggoro
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Process Model ◽  
Sampling Technique ◽  
Brand Trust ◽  
Brand Identification ◽  
The Future ◽  
The Relationship

Consumers who have used Apple-branded smartphones have greater probability that they will continue to buy iPhones in the future. This is because customers feel satisfied and have identified the product before making a purchase, creating loyalty for the Apple brand. The purpose of this study is to examine the role of customer satisfaction and brand trust as mediators in the relationship between consumer-brand identification and brand loyalty. Participants in this study consisted of 155 consumers and obtained by using accidental sampling technique. Data analysis used the Hayes Process model 4, which explains that customer satisfaction can act as a mediator in the relationship between consumer-brand identification and brand loyalty, while brand trust cannot act as a mediator. Brand loyalty is not sufficiently formed when consumers can identify the brand well or there is satisfaction with the brand, but rather by the essential emotional bond that makes consumers rely on the brand. However, this has not been fulfilled by the iPhone to make consumers have brand loyalty.

scholarly journals The Effect of Self Expressive Value and Perceived Value on Malaysian Cosmetic Brand Loyalty: The Mediating Role of Brand Identification & Word of Mouth

2019 ◽  
Vol 14 (1) ◽  
pp. 151-178
Author(s):  
Norzalita Abd Aziz ◽  
◽  
Hafaz Ngah ◽  
Keyword(s):  
Customer Loyalty ◽  
Significant Relationship ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Brand Identification ◽  
Mediating Role ◽  
The Relationship ◽  
Self Administered Questionnaire

Competition in the cosmetic industries is stiff as more industrial players are striving to capture the market in Malaysia. Cosmetics play a crucial role in addressing image or presentation to others. There is a dearth of information concerning consumers’ perception of the Malaysian Cosmetic Brand (MCB). This article aims to understand how Self-Expressive Value (SEV) and Perceived Value (PV) relate to Brand Identification (BI) and Word of Mouth (WOM) among consumers. Using a self-administered questionnaire contributed to a total of 261 usable respondents and the PLS results indicate that there is a significant relationship between PV and SEV on BI and WOM while BI and WOM meditate the relationship between PV and SEV with Customer Loyalty. This article provides some insights on current local consumers perception and behaviour towards Malaysian cosmetic brands. Thus, MCB marketers need to emphasise the value of their products and reflect consumers’ self-expressive value that will enhance their brand identification and WOM among consumers which may lead to loyalty among users. Keywords: self-expressive value, perceived value, brand identification, word of mouth, customer loyalty, Malaysia cosmetics brand

scholarly journals CREATING LOVEMARKS THROUGH STUDENTS OF PUBLIC UNIVERSITIES IN IRELAND

2021 ◽  
Author(s):  
Javier Casanoves-Boix ◽  
◽  
Ana Cruz-García ◽  
Maurice Murphy ◽  
◽  
...  
Keyword(s):  
Empirical Study ◽  
Brand Loyalty ◽  
Public Universities ◽  
Brand Image ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Suitable Model ◽  
Brand Capital

This research was carried out to examine the role of educational brand capital applied to public universities in Ireland. To this end, the main contributions in the literature related to the study of brand capital and its application in the Irish educational sector were analyzed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realized using a sample of 423 valid responses from students at the two main public universities in Cork (Ireland). The results obtained will show the repercussion of each variable of the brand capital relative to the determining variables (brand awareness, brand image, perceived quality, and brand loyalty), while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.

The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation

2021 ◽  
Vol 30 (1) ◽  
pp. 69-81
Author(s):  
Antonio Williams ◽  
Sungwook Son ◽  
Patrick Walsh ◽  
Jin Park
Keyword(s):  
Significant Role ◽  
Brand Loyalty ◽  
Experimental Approach ◽  
The Body ◽  
Sport Fans ◽  
Body Of Knowledge ◽  
Proposed Model ◽  
The Relationship

Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.

Role of Organizational Citizenship Behaviour on Internal Brand Identification

2019 ◽  
Vol 11 (2) ◽  
Author(s):  
G.Radha Kiranmayi ◽  
P. Jyothi
Keyword(s):  
Competitive Advantage ◽  
Organizational Citizenship ◽  
Significant Role ◽  
Organizational Citizenship Behavior ◽  
Citizenship Behavior ◽  
Brand Identification ◽  
Educational Qualification

The study Role of Organizational Citizenship Behavior on Employee Brand Identification was conducted to analyze the influence of OCB on Internal or employee brand identification. A survey was conducted administering a questionnaire on a sample of 265 employees of select IT companies in Hyderabad and Bengaluru. The survey has stated certain key findings. The study identified that OCB has a significant impact on employee brand identification and altruism and courtesy play a significant role in this relationship. The study also found that any change in gender, age, educational qualification and location of the workplace has no impact on brand identification while designation or level at which employee is placed influences his brand identification. Therefore, it was implied that, both branding and HR personnel of the organizations to work in harmony to create greater sense of OCB and thus, Brand Identification that can in turn create competitive advantage. Further, the limitations of the study and scope for further research has been discussed.

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